Deciem relaunches body care line Loopha

Toronto-based beauty company Deciem, known for brands such as The Ordinary, Niod, and Avestan, is bringing back its lifestyle body care line, Loopha. 

After a soft launch in 2017, the revamped brand is set to debut on Thursday, exclusively at loopha.com, offering an updated range of products focused on three product categories: Cleanse, Condition and Elevate.

Loopha’s reintroduction kicks off with the return of its Hand + Body Wash, available in two distinct scents including Broadleaf Forest, a blend of cool cedar, dry patchouli, and warm vetiver, as well as Oud & Amber, a fusion of oud, amber, bergamot, and tonka bean.

A third scent, Chalk, featuring notes of crushed mint, saffron, sugared anise, and powdered musk, will join the lineup in October. Loopha’s expansion will continue with other products in the pipeline, including a powder-to-foam Hand + Body Wash and a Hair + Body Mist.

Deciem said in a statement: “With a proven background in active skin care, and a fragrance archive that has been waiting patiently to be shared, the Deciem lab has formulated Loopha to be a high-performance playground of fragrance, form and function. The approach plays into Deciem’s authority in the active ingredient space, with products formulated for transformative results.”

This summer, the Estée Lauder Companies, completed its $1.7 billion acquisition of Deciem. The beauty conglomerate first invested in Deciem in 2017.